Most shoppers agree with government's decision not to extend shopping hours this Sunday

New research by Ipsos suggests that the government’s decision not to allow extended hours this Sunday broadly reflects public opinion. Although adults are able to purchase online at any time of the day, it would seem that most do not feel the need for this to be replicated in the high street, even two days before Christmas. Only 4 in 10 adults (40%) agree that extended trading hours should be allowed this Sunday. 53% are against extended trading hours this Sunday and 7% undecided. Those with children who perhaps have the most to buy and the least available time to do so are more likely to want extended hours this Sunday (49% in favour, 44% against, 7% unsure). The research also shows that younger adults who have grown up with unrestricted trading hours online and on other days of the week are far less conservative than their parents. Over half (56%) 15-24s are in favour of longer trading hours this Sunday versus only 1 in 4 (24%) of those aged 65+. We have all become accustomed to being able to shop on the internet at all times of the day and night. In this context, the existing Sunday Trading laws may feel antiquated to many and it is understandable that high street retailers already struggling to compete with the net in difficult times will want to do all they can to boost sales. But this research shows that most adults are still keen to keep Sunday different to the rest of the week, even at Christmas.

Head of Retail at Ipsos, Mark Burgess, said:

“Many will find this result somewhat surprising with those against removing restrictions still in the majority. The 24 /7 society appears to have been with us for some time and we would have expected the British shopper to be more relaxed about the possibility of longer opening hours. And yet, for the majority, this is obviously not so. In fact, this is not just in respect to Christmas opening times. We have had a similar result when we asked shoppers if they would like Sunday hours to be extended on a permanent basis.”

Technical Note Ipsos spoke to 1050 adults in GB aged 15+ between 7th-13th December 2012, using Capibus, our face to face omnibus.